full termpaper coca cola

7/30/2019 Full Termpaper Coca Cola

1/30

Marketing Information System of

Coca-cola

1


2/30


3/30

Group: Juvenile

Members of the Group:

Serial no. Name Roll No. Remarks

01 Suranjit Kar Sujan 005

02 Anuva Bhattacharjee O85

03 Mollika Ghosh 095

04 Sanjida Abedin 11905 Jannatul Ferdous 163

06 Nujhat Zahan 167

07 Nasrin Akhtar 252

Table of content:

3


4/30

Serial no. Name Page no.

01 Acknowledgment 5

02 Letter of transmittal 603 Introduction to Marketing

Information System

7

04 Marketing Information

system or MKIS of Coca

Cola:

14

05 Conclusion 26

06 Reference list 27

AACKNOWLEDGEMENTCKNOWLEDGEMENT

All praises are for the almighty Allah. We are grateful to him in all regards. Here we

thank the almighty that he gave us the ability to prepare this report timely. We express

our thanks to our teacher Md. Moktar Ali Sir for assigning us a report dealing with the

4


5/30

true events of the real social life and valuation process and providing us a detailed

outline. Without his kind supervision, this report would not come in light. Finally, we

would like to pay our gratitude to each and everybody who somehow helped us in

preparing this report.

Letter of Transmittal

4th May, 2011

Md. Moktar Ali

Associate professor

Course teacher

5


6/30

Dept. of Marketing

Subject: Submission of Report.

Dear Sir,

We are very glad to submit you the assignment onMarketing Information System of Coca-Cola,which was assigned to us.

We would like to say that this assignment was helpful for us to know about different problems,

aspects & process of corporate market and society that is followed by Coca-Cola. We arevery thankful to you for assigning us this fantastic opportunity.

This report contains the explanation concerning the company and informations associated withit. It also includes their explanation, and some application regarding it. We tried to synchronize &assemble these based on collected information.

We feel that this assignment has enhanced our knowledge on Marketing Information System

and its application will be beneficial for us. If required, we would be obliged for furtherinformation.

Sincerely,

Juvenile GroupSec: A, 15th batch

Department of MarketingFaculty of business studies

University of Dhaka.

Introduction to Marketing Information System

The globalization of market place and the revolution in technology has increased the

customer service requirements. To carry out there requirements managers need high

quality information and those information need to be available. And this increase the

6


7/30

need for a synchronize system for managing data which has worked for the establishment

of Marketing Information System. Because information has become a critical resource for

the organizations competing in todays rapidly evolving business environment (Suidan,

1994). And Marketing Information System helps to manage the wealth of information

that provides guidance for decision making.

A Marketing Information System is a management information system which is

designed to generate, analyze, disseminate, and store anticipated marketing decision

information on a regular, continuous basis for supporting the marketing decision making

process.

Kotler, et al. (2006) defines MKIS as people, equipment, and procedures to gather, sort,

analyze, evaluate, and distribute needed, timely, and accurate information to marketing

decision makers.

A Marketing information system basically contains the following components-

Internal environment

7


8/30

Databases

Administrative supports

User interfaces

Applications software

Objective of Marketing Information System:

Information is critical for effective business operations (Glazer, 1991) and the main

objective of Marketing Information System is providing the required information at a

right time and in a right form. However Marketing Information System provide

advantage to an organization as following-

Process order faster and with more accuracy

Improve customer relationship

Allocate budget effectively

Standardize customer service quality (www.answers.com)

Types of data:

Two types of data are used in marketing information system-

Internal data: According to porters value chain model

(Porter and Millar, 1985) internal data can be classified into the following categories-

Inbound logistics data

Production and operation data

Outbound logistics data

Sales and marketing data

8


9/30

Customer service data

External data: External data can be classified into following categories-

Business partners

Single-source data services

Market research project

Marketing environment

Decision support system for MKIS:

Information systems researchers and technologists have built and investigated

computerized Decision Support System (DSS) for approximately 40 years. There are

mainly four broad types of decision support system-

Reporting and inquiry systems: This helps marketing managers to inspect the records

of company activities. Such as exception report includes one or more quantitative

indicators of performances and compared to a standard.

Analytical models:Analytical models include computer programs which help to predict

future problems. Basically three types of analytical models are used in a broad

dimension-

Forecast models

1. Unconditional forecast models

2. Conditional forecast models

Simulation models

Optimization models

9


10/30

Executive support system: Executive support system (ESS) is a combination of

analytical models and reporting and inquiry systems. It makes the MKIS system easier.

However researchers suggest that marketers prefer simple interfaces with few options

(Jiang, Curry, and Pick).

Group decision support system: In this system multiple decision makers involved to

solve a problem. It also support electronic meetings, group interaction, generates and

process information (Gray and Olfman. 1989).

Artificial intelligence in MKIS:

Artificial intelligence is the area of computer science that created machines which can

engage on behavior which is considered as human intelligent. It is a system which can

mimic human thought, understand speech, beat the best human chess player, and

countless other feats never before possible. (www.a-i.com/) The main areas of artificial

intelligence are-

Intelligent system

Knowledge

Demons

Expert systems

Neural networks (www.birdstoppers.com).

However among all of these here we will discuss the two most applied artificial

intelligence system-

Expert system:

10
http://www.a-i.com/http://www.birdstoppers.com/http://www.a-i.com/http://www.birdstoppers.com/


11/30

Expert system is a computer program that simulates the judgment and behavior of a

human. Such a system contains a knowledge base accumulated experience and a set of

rules. Todays expert systems deal with domains of narrow specialization. The main uses

include-

Single source data for trends

Filter marketing data

Develop forecasting model

Set sales quotas

Train sales personnel(Steinberg and Plank, 1990; Schmitz, Armstrong, and

Little, 1990)

Neural Networks:

Neural network is a mathematical model or computational model which is inspired by the

functional aspects of biological neural networks. It contains a group of artificial neurons.

The most important aspect of neural network is its ability to make decisions based on

there past experience.

Steps for developing a Marketing Information System:

Marketing Information System is an ongoing system. It is developed in a very systematic

way by a complex process. However the overall process can be categorized in three

steps-

Planning:

Planning means creating a guideline for the effective implementation of a Marketing

Information System. However in this stage they prepare financially along with the

11


12/30

combination of available resources and people (Cox and Goode, 1967; Marshall and

Lamotte, 1992). The planning stage of marketing information consist the following tasks-

create an executive commitment

structured the team

execute marketing audit

set organizations goals

define macro specification

budget

Technical Development:

This stage actually executes the overall process. In this stage the idea generated from the

planning step is implemented for the development of an effective marketing information

system. However this stage executes the following activities-

create the data base system

identified required software

identified required hardware

develop communication network

develop system control

design user interface

construct prototypes of the system

However it is important to note that the technical development is an interactive process,

so the integrity among the various department of the organization is must.

Implementation:

12


13/30

When the developed system is examined as a prototype and succeeded than the system is

ready for implementation. However to make the system successful and effective

implementation should be done in the following direction-

1. Phased implementation

2. User training

3. Feedback

4. Modifications

However, after the brief description of Marketing Information System we can say that the

most important matter is the integration and the proper planning. For the effectiveness of

this system the Marketing Information System has become the prerequisite for every

organization in the world of competition.

Marketing Information system or MKIS of Coca

Cola:

13


14/30

We all know that no marketing activity can be carried out in isolation. That means there

are various forces could be external or internal, controllable or uncontrollable which are

working on it. Thus to know which forces are acting on it and its impact the marketer

needs to gathering the data through its own resources (computer based) which in terms of

marketing we can say he is trying to gather the market information or form a Marketing

Information System (MKIS). (www.marketing91.com.)

Coca Cola is not an exception. It also has MKIS to get an organized flow of relevant

information to guide marketing decision making.

Basic components of Coca Colas MKIS:

There are some basic components by which coca colas MKIS is created. They are

discussed below-

1. Internal Environment:

The first component of a MKIS is the internal environment of the organization. And here

in the Coca ColaCompany the internal environment includes the managers who use the

system, the types of decisions they must make, corporate objectives, the cultural, social,

political factors that influence its activities and decision making and many other factors.

2. User Interfaces:

14


15/30

Coca Cola Company has a huge arrangement for the user interfaces. It has a number of

computers and equipments for its marketing managers to use MKIS.

3. Databases:

Coca Cola has a large database which consist both internal and external data to help its

marketing mangers in decision making.

4. Application Software:

Application software is the complete, self-containedcomputer program that performs a

specific useful task, other than systemmaintenancefunctions.

(www.businessdictionary.com)

There are a number of program used by Coca Colas marketing managers to access data

in database system, to analyze the data and to provide information to guide marketing

decisions.

5. Administrative Support:

Coca Cola Company is always too much conscious to ensure the administrative support

in marketing activities and in maintaining the MKIS.

Data resources of Coca Colas MKIS for gaining competitive

advantage:

To gain competitive advantage in the market place organization need to effectively

identify potential market, conceive new products, develop appropriate pricing,

developing and coordinating distribution system, developing ongoing research program

etc. To carry out these activities effectively, marketers need extensive information on

15
http://www.businessdictionary.com/definition/computer-program.htmlhttp://www.businessdictionary.com/definition/computer-program.htmlhttp://www.businessdictionary.com/definition/task.htmlhttp://www.businessdictionary.com/definition/system.htmlhttp://www.businessdictionary.com/definition/maintenance.htmlhttp://www.businessdictionary.com/definition/maintenance.htmlhttp://www.businessdictionary.com/definition/function.htmlhttp://www.businessdictionary.com/definition/computer-program.htmlhttp://www.businessdictionary.com/definition/task.htmlhttp://www.businessdictionary.com/definition/system.htmlhttp://www.businessdictionary.com/definition/maintenance.htmlhttp://www.businessdictionary.com/definition/function.html


16/30

timely basis (Marshall, 1996).For this reason Coca Cola always tries to get and maintain

a huge amount of both internal and external data.

Coca Colas internal data resources:

Internal data are available from within a companys information system. It is normally

not accessible by outside parties without the companys express permission. (Barron's

Business Dictionary)

To get success by using MKIS Coca Cola always try to maintain updates of internal data

that is companys purchases, production, receivable, payable, inventory, sales, marketing

etc.

Coca Colas external data resources:

External data are the data originate outside the organization. To ensure competitive

advantage Coca Cola maintain external data resources carefully. It gets that information

usually from

Business partners

Marketing environment data subscription services

Single source data services

Marketing research etc.

Decisions support systems or DSS of coca-cola:

A decision support system (DSS) is a computer-based information system that supports

business or organizational decision-making activities. Actually it is a set of technology

which involves in problem solving (Keen, P.G 1978).The components of DSS used by

coca-cola are:

16
http://www.answers.com/library/Business%20Dictionary-cid-10091785http://www.answers.com/library/Business%20Dictionary-cid-10091785http://www.answers.com/library/Business%20Dictionary-cid-10091785http://www.answers.com/library/Business%20Dictionary-cid-10091785


17/30

Reporting & inquiry system:

Reporting and inquiry system means providing data about the occurring issues to the

marketing manager. From lowest level to highest system its important (Marshall 1996).

Coca-cola Company collects informations about the issues what are occurring in every

sectors of the organization. They design their reports on video display terminal. In past

the company used printed reports but its very time consuming to produce and distribute

so now they use computer based inquiry system .(www.cocacola.com)

Forecast Model:

The coca-cola company use unconditional Forecast model for predicting future events.

We know Unconditional forecast models predict future events using historical data but

without explicit assumptions about environmental factors (www.cocacola.com). These

organizations deal with multiple levels of aggregation and require consistent forecasts at

all levels. For instance the company might need a forecast for total sales, as well as a

forecast for each brand, each customer segment, and each container. Forecast Revenues

for the first two months of the following period:

The linear time trend line per quarter is estimated as: t= 4804.5 + 42.917T

The monthly equation for net operating revenue becomes: M = 1601.5 + 14.306t

Where,

M = the forecasted monthly net operating revenue (in millions dollars)

t = is a time code for month.

The forecasted net operating revenue for January and February of 2002 are as

follows:

17
http://www.cocacola.com/http://www.cocacola.com/


18/30

January, 2002: M1 = 1601.5 + 14.306 * (1+3 * 8 + 1)

= 1973.456 that is $1,973.456 million.

February 2002: M2 = 1601.5 + 14.306 * (1+3 * 8 + 2)

= 1987.762 that is $1,987.762 million.

The forecasted sales would affect financial leverage by improving (decreasing) the debt

to equity ratio, as long as the equity is available. Increased sales should also cause the

financial leverage index to increase. If the equity is not available to increase the revenue,

Coca-Cola will be under financial stress and the increased revenue may adversely affect

the company as a whole. (Atlanta Business News)

Executive support system:

An executive support system is a computer based system intended to facilitate and

support the information and decision making needs of senior executives by providing

easy access to both internal and external information relevant to meeting the strategic

goals of the organization (Quorum Books, 1991).

The managers of coca-cola company use ESS to easily review business performance and

explore their implication for future decisions. The company may wish to have access to

such indicators such as retailers, customers, price, etc.

The company combines reporting and inquiry system on current issues of its activities

using this executive support system. (www.slideshare.net.com)

Artificial intelligence and Expert System:

18
http://www.slideshare.net.com/http://www.slideshare.net.com/


19/30

Artificial Intelligence (AI) is a branch of computer science, which focuses on the

development of computer systems to simulate the processes of problem solving and

duplicate human brain functions. Expert systems (ES) are a category of programs based

on the theory and methods of artificial intelligence.(Marshall,1996)

Many large corporations use expert systems in their business. Coca-cola is one of them

that use expert system using the knowledge of expert as input to bring more customers

into their stores and sell the products they carry. Virtually all retailers with a scanner

collect significant amounts of data on customer purchases, including universal product

code, number of items, price etc.(communication research).

ES for Prediction and Forecast:

The prediction and forecast category of ES enables the company of forecasting of

possible outcomes of observable situations. Examples may include the prediction of

threat from competitors, finding opportunities, estimation of the demand for coca-cola;

Fanta in the global market place, or prediction of the next armed conflict. Also included

in this category are weather forecasting, scoring and predictive modeling, risk

management and other financial forecasting. (Efrain Turban, jay lie bowitz).

When executive support systems were used, the company purpose was to package its data

and to provide sales performance or market research statistics for decision makers or top

managers. Traditionally these systems were only used to support executive decisions

instead of using information for the entire company. Now-a-days, ESS is not only used

by senior management buy they are installed at personal computers and workstations on

local firms networks. ESS systems are becoming so widespread that employees of coca-

19


20/30

cola can access this information through their own personal computers.

(www.cocacola.com)

Creating Marketing Information System by Coca-cola:

Marketing Information System is not a linear or simple process; its a complex process,

considering the process of planning, developing and implementing

(www.slideshare.com). Coca -Cola is adapting its uncertain and changing internal

environment, because the information needs are often change. Coca Colas MKIS is

managed by using user friendly software that creates assets to IS specialist with extensive

capabilities with flexibility and formal-ongoing efforts of 3 major stage and these are:

Planning

Technical development

Implementation:

Planning:

Adopting a custom focused business method is a process method to increase the chances

of a sustainable and profitable future (WWW.marketing-made-simple.com). The

planning ofCoca Colas MKIS process ensures the customer is at the centre of key

decision. Here, substantial cooperation is needed from all areas of the organization (Cox

and Goode, 1976; Marshall Lamotte 1992).

Coca-Colas core aspect of business planning involves 6 stages:

20
http://www.cocacola.com/http://www.marketing-made-simple.com/http://www.cocacola.com/http://www.marketing-made-simple.com/


21/30

Securing executive commitment:

The MKIS plan is a structured approach (WWW.marketing-made-simple.com).) That

generally involves a small group of high-level managers who deal with very complex,

non-routine problems (WWW.Fao.org/docrep). Various departments in the Coca Cola,

requires cooperation and access to data is the 1st reason for obtaining executive

commitment and 2nd reason to curb the huge expense.

Establishing the MKIS team:

In the formal appointment ofCoca Cola, the MKIS group that will lead the remainder

of the planning effort is the 2nd step (Marshall, 1996). The high-level managers ofCoca

Cola ensuring clear understanding and cooperation throughout the organization, liaison

of perfect sharing of responsibilities is developed by IS and marketing departments team

members.

Executing a marketing audit:

A vision of the system is created by the marketing audit (Kotler, Gregor, and Rogers,

1977). Coca Colas marketing audit review the planning (www.Marketingteacher.com)

of SWOT analysis of internal environment as well as the external environment and PEST

analysis solely for its external environment (www.Marketingteacher.com)

Developing organization goals:

Coca Colas goal is realistic and determining its usefulness with time frame, is stressed

in a modular fashion.

21
http://www.marketing-made-simple.com/http://www.fao.org/docrephttp://www.marketingteacher.com/http://www.marketingteacher.com/http://www.marketing-made-simple.com/http://www.fao.org/docrephttp://www.marketingteacher.com/http://www.marketingteacher.com/


22/30

Defining macro specification:

Technical requirements of system established by macro specification, based on goals

(Cooke, 1993) are defined. Coca Cola ensures it by specifying careful research of

existing marketing focus group with prioritizing modular planning.

Budgeting:

Resource allotment and responsibilities are assigned to guide technical development and

implementation stages (Laudon and Laudon, 1988). Coca Cola avoids its role conflict

with the formalization of project and accurate resource allocation.

Technical development stage:

Unlike planning, this is an interactive process not a linear one. Actual program is

accomplished and fundamental stage is established by managing Coca Colas MKIS

database, with software and hardware, effective communication system integrity with

approved user interfaces (Marshall, 1996).

This stage involves 8 complex steps:

Creating MKIS database:

Data dictionary in Coca Colas formal documentation have identification and

integration of data transformation (Marshall and Lamotte, 1992; Cox and Goode, 1967).

It can be used to help create a competitive advantage, and can even substitute for

expensive assets (www.slis.indiana.edu/faculty/)

Defining software requirements:

22
http://www.slis.indiana.edu/faculty/http://www.slis.indiana.edu/faculty/


23/30

At the macro specification ofCoca Cola a specific logical process of modular approach

is focused on specific application software, combining commercial and in-house software

(Chandler and Liang, 1990).

Defining hardware requirements:

The creation of suitable conditions to insert beneficially in increasingly competitive

market (www.iicd.org/projects/bolivia-aclo) hardware configuration and workstation

standardization in Coca-Cola handled rightly.

Developing a communication network:

Point-to-point communication and resource allocation flexibly is running on Coca

Colas communication. (www.thecoca-colacompany.com/).

Developing system controls:

To govern Coca Colas system operation, protection of data integrity and user access is

considered carefully.

Designing user interfaces:

Satisfaction for decision makers in retrieving relevant data, Coca Cola is using 4GL and

graphical menus interfaces (Marshall, 1996)

Constructing prototypes:

This process is easier, cheaper and faster micro version .Needed corrections and

developments are more likely to be done at (www.slis.indiana.edu/)Coca Colas model.

Testing system modules:

Finally, MKIS module ofCoca Cola is tested by selected marketing users (Marshall,

1996) by comparing results with past approach in a real-world application.

23
http://www.iicd.org/projects/bolivia-aclohttp://www.thecoca-colacompany.com/http://www.iicd.org/projects/bolivia-aclohttp://www.thecoca-colacompany.com/


24/30

Implementation:

One of the most important stages of marketing information system is Implementation. It

indicates a continuous logical process in which new modules are developed and old

modules are modified. To adapt the MKIS to new information opportunities there are

basically 4 activities in this stage:

Phased implementation.

User training.

Feedback.

Modification. (Marshall, 1996)

Coca-Cola Company also takes some steps to implement its MKIS system.

Phased implementation:

Basically it means installing, providing documentation for and making available to users

which is one part of MKIS. It also helps to adjust with new one with old system. And at

one time the older and less functional is removed and new one takes place. (Marshall,

1996)

Here the Coca-Cola Company also takes this step like in installation where hardware,

communication among servers and networks are needed; it also takes steps like this

company of Egypt develops their server environment with 2 IBM power tm 570 servers

which run IBM AIX.

Here one server hosts the production environment at the main site, and the other hosts the

disaster and testing environment at a remote site. When this system is established then

Coca-Cola creates user accounts, and the marketing department members of Coca-Cola

24


25/30

test the communication system by using electronically mail and by linking each

workstation. (www.cocacola.com)

In documentation: Here after the installation of module, it supplements the data

dictionary created in the technical development stage. Coca-Colas documentation

process is task oriented because this companys MKIS team takes steps how to sign on

the system, how to use email etc.

User Training:Another component of implementing MKIS is user training which helps

by giving documents to implement MKIS. (Marshall, 1996).

Coca-Cola Company comes on site to train personnel on the operation of the server,

interaction between the post system and server and training is also given to the operators

who operate the device. Users are introduced and trained well to use the equipment of

Coca-Cola correctly, and the operation service of Coca-Cola requires 1-2 full days.

(Marshall, 1996).

Feedback:

It is a process where users provide information by using system and it helps to improve

performance. It identifies the need and helps to adapt. One advantage is that if this feed

back is shared with the system developer, it enhances users satisfaction. (Marshall,

1996).

In Coca-Cola Companysince in this company new bugs are discovered so the feedback

is shared with the system developer. Coca-Cola uses email system, investigation by

administrator, suggestion from MKIS team. It can uses 360 degree feedbackwhere

performance evaluation is measured with feedback from subordinates, peers, managers to

know what and where all employees have to improve. (www.Feedback.com).

25
http://www.cocacola.com/http://www.cocacola.com/


26/30

Modification:

It indicates any change which may be required after the installation of any system. There

are basically 3 types of modification:

1. Modification involves small adjustment to correct bugs.

2. Modification involves correcting significant system errors.

3. Modification involves developing new modules to provide new capabilities.

Coca-Cola Company takes some steps for changing some systems. It is spending 10

millions of dollar and change effort such as reengineering and information technology

installation. Now it tries to solve 2 problems how to plan for better implementation, how

to overcome employee resistance.

Continuing trend in computing:

The information explosion is revolutionizing market price. And it is not over yet. There

are basically 3 types of trends like:-

Continuous improvement in data collection and dissemination.

Increasing power of computing to more speed of processing, data storage.

Developing intelligent support software to interpret data and usage.(Marshall,

1996)

Coca-Cola Company also takes these steps.

26


27/30

Conclusion:

The MKIS of Coca Cola is helping it in matching with the competitive business world.

But in Marketing Information System most important matter is the integration and the

proper planning for its success. So I think Coca Cola should give special attention to

those.

Referencing:

Atlanta Business news, 5. 09p.m, Wednesday, September 8, 2010.

Chandler. J. S. and T. P. Liang (1990)Developing Expert System s for BusinessApplications. Columbus, OH: Merill.

Cooke, D.F. (1993). Unlock your companys Databases.Business

Geographics,Vol.1, no.1 (January/February), pp.9-10.

Cox. C. F. and R. E. Goode (1967) How to Build a Marketing Information

System.Harvard Business Review, Vol.45, No.3, pp. 145-154.

Dunne, P. M, and H. I. Wolk (1977) Marketing CostAnalysis: A Modularized

Contribution Approach.Journal of Marketing(July), Pp.83-94.

Glazer, R. (1991) Marketing in an Information-intensive Environment: Strategic

Implications of Knowledge as an Asset.Journal of Marketing, Vol. 55, No.

4(October), Pp. 1-9.

27


28/30

Gray, P., and P. Olfman (1989) The User Interface in Group Decision Support

System.Decision Support Systems, Vol. 5, No. 2 (Summer/Fall), pp. 27-36.

http://wiki.answers.com [Electronically accessed on 14th November 2011].

http://www.a-i.com/ [Electronically accessed on 18th November 2011].

http://www.birdstoppers.com/[Electronically accessed on 18th November 2011].

http://www.marketing91.com/mis-marketing-information-system/. Internet source

produced by Hitesh Bhasin. [Electronically accessed on 14th November 2011].

http://www.businessdictionary.com/definition/application-program.html

[Electronically accessed on 14th November 2011].

http://answers.com/ [Electronically accessed on 14th November 2011].

http://www.slideshare.com [Electronically accessed on 19th November 20011].

http://WWW.marketing-made-simple.com[Electronically accessed on 19th

November 20011].

http:// WWW.Fao.org/docrep [Electronically accessed on 19th November 20011].

http://Marketingteacher.com) http://www.thecoca-colacompany.com/).

http://www.iicd.org/projects/bolivia-aclo [Electronically accessed on 19th

November 20011].

http://www.thecoca-colacompany.com/) [Electronically accessed on 19th

November 20011]. (http://www.slis.indiana.edu/faculty/umikerse/L503/L503iub/prototype.html

[Electronically accessed on 19th November 20011].

28
http://wiki.answers.com/http://www.a-i.com/http://www.birdstoppers.com/http://www.marketing91.com/mis-marketing-information-system/http://www.businessdictionary.com/definition/application-program.htmlhttp://answers.com/http://www.slideshare.com/http://www.marketing-made-simple.com/http://www.fao.org/docrephttp://marketingteacher.com/http://www.thecoca-colacompany.com/http://www.iicd.org/projects/bolivia-aclohttp://www.thecoca-colacompany.com/http://www.slis.indiana.edu/faculty/umikerse/L503/L503iub/prototype.htmlhttp://wiki.answers.com/http://www.a-i.com/http://www.birdstoppers.com/http://www.marketing91.com/mis-marketing-information-system/http://www.businessdictionary.com/definition/application-program.htmlhttp://answers.com/http://www.slideshare.com/http://www.marketing-made-simple.com/http://www.fao.org/docrephttp://marketingteacher.com/http://www.thecoca-colacompany.com/http://www.iicd.org/projects/bolivia-aclohttp://www.thecoca-colacompany.com/http://www.slis.indiana.edu/faculty/umikerse/L503/L503iub/prototype.html


29/30

http://www-01.ibm.com/software/success/cssdb.nsf/CS/DLAS-7QNQ7E?

OpenDocument&Site=default&cty=en_us(Electronically (Accessed on 13th

November).

http://www.europeancareers.coca-cola.com/en/home/why-coca-

cola/development-training-benefits/ [Electronically accessed on 13th November).

http://www.fullcirclefeedback.com/(Electronically Accessed on 13th November).

Jiang. J.J., D. J. Curry. And R. A. Pick (1993) User Assistance in Model-based

Decision Support Systems. In D. F. Rogers and A. S. Raturi (Eds), proceedings

of the 1993 Annual Meeting of the Decision Sciences Institute (pp. 675-677),

Washington DC: Decision Sciences Institute (November).

Keen, P. gw(1978) Decision support system, Mass. Addision-wesely

pub.co.ispno-201-03667-3

Kotler, P. W. Gregor and W. Rogers (1977) The Marketing Audit Comes of

Age.SloanManagement Review (winter), pp.25-43.

Kotler, Phillip; Keller, Kevin Lane (2006). Marketing Management (12ed.).

Pearson Education.

Laudon, K. C, and P.P. Laudon (1988). Management Information System: A

contemporary Perspective. New York: Macmillan.

Marshall, K. P (1996). Marketing Information Systems:Creating Competitive

Advantage in the InformationAge. boyd and fresher publishing company,

United States of America.

(a) Pp.83-97

(b) Pp.99-114

29
http://www-01.ibm.com/software/success/cssdb.nsf/CS/DLAS-7QNQ7E?OpenDocument&Site=default&cty=en_us(Electronicallyhttp://www-01.ibm.com/software/success/cssdb.nsf/CS/DLAS-7QNQ7E?OpenDocument&Site=default&cty=en_us(Electronicallyhttp://www.europeancareers.coca-cola.com/en/home/why-coca-cola/development-training-benefits/(Electronicallyhttp://www.europeancareers.coca-cola.com/en/home/why-coca-cola/development-training-benefits/(Electronicallyhttp://www.fullcirclefeedback.com/(Electronicallyhttp://www.fullcirclefeedback.com/(Electronicallyhttp://www-01.ibm.com/software/success/cssdb.nsf/CS/DLAS-7QNQ7E?OpenDocument&Site=default&cty=en_us(Electronicallyhttp://www-01.ibm.com/software/success/cssdb.nsf/CS/DLAS-7QNQ7E?OpenDocument&Site=default&cty=en_us(Electronicallyhttp://www.europeancareers.coca-cola.com/en/home/why-coca-cola/development-training-benefits/(Electronicallyhttp://www.europeancareers.coca-cola.com/en/home/why-coca-cola/development-training-benefits/(Electronicallyhttp://www.fullcirclefeedback.com/(Electronically


30/30

(c) pp. 61-73

(d) P.117

(e) P.118

(f) P.120

(g) P.121

(h) P.126.

Marshall. K. P. and S. W. Lamotte (1992) Marketing Information System: A

Marriage of Systems Analysis and Marketing Management.Journal of Applied

Business Research, Vol. 4, No. 3 (summer), Pp. 61-73.

Porter. M. E. and V. E. Miller (1985) How Information Gives You Competitive

Advantage.Harvard Business Review, Vol.63, No.4 (July-August), pp. 149-160.

Steinberg. M., and R. E. Plank (1990) Implementing Expert Systems into

Business-to-Business Marketing Practice.Journal of Business and Industrial

Marketing. Vol. 5. No. 2 (Summer/Fall), Pp. 15-26.

Schmitz. J. D., G. D. Armstrong., and J. D. C. Little (1990) CoverStory:

Automated News Finding in Marketing.Interfaces, Vol. 20. No. 6 (November-

December), Pp. 29-38.

Thierauf, Robert j (1991) Executive information system. Quorum Books,

full termpaper coca cola

Documents